Social co-creation acceptance among females in Saudi Arabia

Artikel

The present study develops a model to investigate how social influence can motivate customers towards their involvement in social co-creation. It also investigates how customers' co-creation factors affect their intention to participate in future co-creation. An empirical study was conducted using an online questionnaire. The data was collected from 632 samples and analysed using a Structural Equation Modelling (SEM) approach. The final model estimates that co-creation factors significantly impact the behavioural intention of social co-creation. Social influence has a positive relationship with all the co-creation experiences factors. Subsequently, social influence affects the behavioural intention of social co-creation indirectly through hedonic value and customer learning value. Results revealed that customers' co-creation experiences were affected by social influence, co-creation activities, and demographics (family and financial background), showing their future intention to engage in social co-creation.

Angaben zum Objekt

• Sprache: Englisch

Verweise und Beziehungen

• Erschienen in: Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 7 ; Year: 2020 ; Issue: 1 ; Pages: 1-17 ; Abingdon: Taylor & Francis

Klassifikation und Themen

• Klassifikation: Management
• Thema: customers’ ; co-creation experiences ; Saudi Arabia ; social co-creation ; social influence ; structural equation modelling

Beteiligte, Orts- und Zeitangaben

• Ereignis: Geistige Schöpfung
• (wer): Altalhi, Maryam Muti
• Ereignis: Veröffentlichung
• (wer): Taylor & Francis
• (wo): Abingdon
• (wann): 2020

Weitere Informationen

• DOI: doi:10.1080/23311975.2020.1739489
• Handle: http://hdl.handle.net/10419/244814
• Letzte Aktualisierung: 10.03.2025, 11:42 MEZ